March 25, 2025 • 14 mins
Before Purses By Moms could expand, it needed to boost brand recognition and inspire more ambassadors. DreamrProductions created a strategic music playlist and carefully curated copy to make the mission and message unforgettable.
Thank you again to Artlist.io for being such a great musical and sound effects resource.
Follow the link to Spotify to hear the COMPLETE Purses By Moms Ultimate Playlist collection. https://open.spotify.com/playlist/4DF6lbyCwD5naJg9RqSpIO?si=ddUy5zbnRQGqSwM-M99McQ
Want more Sound In Marketing? Here are a few episode suggestions to dig into.
- Left Coast Airlines- a fictitious company to prove a real sound in marketing solution
https://pod.link/1467112373/episode/c2b571b3cf004e44febfe3cc702db5ac
- What Is Sonic Branding With Examples- a little more deep dive into what sonic branding is all about.
https://pod.link/1467112373/episode/6e7d9035c9c75f10aa0c6527676db39c
- Sound In the Shopping Experience- how one company used music to attract more mindful spending.
https://pod.link/1467112373/episode/fbcde37d720263d845f8c43e742e1e6d
- Sonic Branding For The Small Business- sound is available and accessible to brands both big and small.
https://pod.link/1467112373/episode/8682a952062dd3da724b09ab914a1b32
---
For more on sound in marketing, sign up for the Sound In Marketing Newsletter http://eepurl.com/gDxl6b.
Want your very own Make Sound On Purpose mug? You can find it here.
For further inquiries, email Jeanna at mailto:jeanna@dreamrproductions.com
The Sound In Marketing Podcast is produced by Dreamr Productions and hosted, written, and edited by Jeanna Isham. It is available on all the major podcast channels here https://pod.link/1467112373.
Let’s make this world of sound more intriguing, more unique, and more on brand.
https://www.linkedin.com/in/jeannaisham/
https://twitter.com/Jeanna_Isham
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:02):
Welcome to the Sound in Marketing podcast.
The Sound Marketing Podcastexplores and defines
sound on purpose,in marketing and in advertising.
I'm your host, Jeanna Isham, ownerand founder of Dreamr Productions
and Sound in Marketing Learning.
I create, consult and educate individualsand brands
on the power of sound in marketing.
(00:24):
This season's title is Sonic Branding:
Case Studies, Context and Clarity.
Every episode will start with awhat if brand case study
focusing on one of the manyaudio touchpoints available.
The episode will then concludewith a real life or fake, if necessary,
corresponding case study to bring evenmore light and context to the narrative.
(00:45):
In the race for brand attention.
Sound on purpose makes all the difference.
Sound done right is a brand's best friend.
Sounddone wrong is a brand's worst nightmare.
This episode is about how
music playlists can conveya brand's mission and inspire customers
to passionately support and championthose brands,
(01:08):
whether they are at the office, home,carpooling or clubbing.
They hear those songs againand they instantly snap back
to where that song mattered most.
Cue the dream sequence.
The ultimate playlist.
We start our story
with Purses By Moms, a smallbut growing company in West L.A.
(01:31):
focusing on hand-stitched bags and walletsmade by stay at home moms in the L.A.
County area.
As some of you may know, raising
kids in an expensivelocation is super hard.
Every dollar counts,and when you eliminate one income
to care for a newborn,it becomes even harder.
During those formative years,
(01:51):
you have two options.
One, one of you becomes a stay at homeparent or two.
You both workand put pretty much an entire paycheck
into the pocket of a child care providerevery month.
Paula Winslow's mission was to providecrafty moms who found themselves
staying home with a small incomeduring those newborn and toddler years.
(02:13):
As Paula told her customers, Pursesby Moms is about helping
moms find purpose beyondparenting- an outlet with an income.
The model allowed each mom to receivefree training,
a small commission for their work,and an outlet for creativity.
Paula would provide the trainingand fabric and the moms
would work on the bagsduring nap times and playdates.
(02:36):
For those moms who wanted to go beyond,they could become trainers.
This would earn them
an additional stipend and free Paulaup to focus more on operations.
Her dream was to expand the businessto other expensive cities across
America and provide more struggling momswith an outlet
and an income.
Everyone in the communityknew about Purses
(02:56):
By Moms and loved the mission, but beyondthat, Paula was relatively unknown.
In order to expand, she
needed a drastic influxin clientele and heavier word of mouth.
Her efforts on social mediajust weren't cutting it.
Her saving grace was her location.
Her shop was adjacent to The Grove,
(03:17):
a tourist and celebrityheavy mall in West L.A..
Out of townersand the occasional celebrity
sometimes wandered across the streetto peruse her merchandise.
Everyone would be excited aboutthe quality and design of the merchandise.
But once the transaction was done,they moved on.
They'd lovingly clutch their clutchor pad their purse with their belongings,
(03:38):
then go about their day.
The memory of the experiencewould simply slip away.
The message and mission was missed.
Paula was convinced that if she couldfind a way to make that memory
and mission statementunforgettable (sticky, one might say)
they'd return and also spread the wordlike crazy to all of their friends.
(03:59):
Paula put together a request for proposalto boost recognition
of her brand's purpose and inspirepassionate advocacy among her customers.
She knew that better communication
of her unique mission would send hercustomers off as loyall brand
advocates.
As I myself have two
children who are now in school,I remember how hard that season was.
(04:20):
I loved that I was able to raisemy kiddos, but I was bored a lot
and frustrated that the career mindedJeanna was put on hold.
Finding any distractions from Winniethe Pooh and Cheerios
was always a huge blessing.
I got to writing my proposal.
Dreamr Productionsproposed an emotional connection.
We would compile the ultimate playlistthat inspired shoppers with mission
(04:43):
driven music.
In addition toand as a reinforcement of the music.
We would also research and writecopy for the stores end caps
that provedthe mission was actively happening.
This copy would be messages from the pursemakers themselves.
It would include their name and picture,their kiddos ages,
their own personal testimonials,
(05:03):
and conclude with that woman'sfavorite track from Paula's playlist.
The purpose would be to bring contextto customers
through the copy and memoryinducing moods through the music.
Paula loved the idea.
We explained that what we needed to dowas to find a culmination of tracks
that inspired,
as there were no popular tracksthat I knew of that spelled out
(05:25):
her specific missionwe'd need to focus on adjacent messaging
songs that focused on womenempowerment, hope,
purpose, passion, and community.
The end cap copy would link the musicto the message.
The customersubconsciously would take it in.
The music was that sticky thingthat would follow them out of the store
and remind them of the brand mission.
(05:46):
The next time that song came on the radio,some of the songs we chose for
the playlist were Brave by SaraBareilles, Respect by Aretha Franklin.,
Lean on Me by Bill Withers.
I Am Woman by Helen Reddy,
You've Got a Friend by Carole King.
and With a Little Help from My Friendsby The Beatles.
(06:08):
Some tracks were voiced by women,but not all of them.
It was just important that the messagewas on mission and not angry.
Paula wanted to encourage and upliftin a more positive way.
It was importantthat Paula's tracks were as close
to her messageand her demographic as possible.
Switching to the testimonials.
(06:28):
Here are a few examples of whatthe end caps said.
Rebecca, a waitress in Santa Monicaraising her newborn and two year
old in an apartment down the street,created all of the bags on this shelf.
Purses By Moms gave me an outletand an inspiration to be more.
I learned thatI'm really good at stitching
and have since started designingthe tablecloths at the restaurant.
(06:52):
Rebecca's favorite Purses by Momstrack is We Are Family by Sister Sledge.
Here's another one.
Maggie, a real estate agencysecretary downtown,
is raising twinfour year old girls in Culver City.
Working with PursesBy Moms has been a treasure.
I've since become a trainer,and through this experience
I've learned I'm a great project manager.
(07:14):
I pitched myself as such to my work,and they're excited to bring me on
in a bigger capacity.
Once the girls start kinder in the fall. Maggie's
favorite Purses by Momstrack is I'm Every Woman by Chaka Khan.
What Paula neededwas reinforcement of an awesome mission
finding purpose beyond parenting,
(07:35):
something that would attach
to the already great experienceher customers were having,
to help it linger in their brainslong after they left.
When they would hear that music again,
they'd remember the
stories and be transportedback to the experience.
In her boutique.
That memory would generatean itch to return,
as well as a compulsion to tell friendsthat the next time they visit the Grove,
(07:59):
they must check out Purses By Moms.
Paula implemented our playlist ideasas well as the stories and testimonials.
The result was excellent.
Customers not only lingered longer,but were asking more questions
about this bag and that.
Who worked on this one?
Can I see more from Debbie's collection?
How much does it cost to ship
(08:19):
one is each to my friend in Chicago?
Sales went up and word of mouth exploded.
Paula was finally getting the recognitionshe'd always wanted.
Through the success of this campaignand others that followed.
She expanded her shops to Portland,Oregon, and San Francisco.
Expansion for Paulaand more purse orders for the moms.
It was a win win,all thanks to music and messaging.
(08:43):
Now back to real life.
Purses by Moms may not be real,
but making sound on purpose surely is.
In fact, we should have more remindersin our life to do just that.
Like a go to mug.(Commercial)
(09:04):
Mom, Isaac got more hot chocolate than me.
Charlotte took an extra marshmallowwhen you weren't looking.
No, I didn't. You so did! Enough.
Sometimes the only way to solve dayslike this is just to give in.
Charlotte,would you like some more hot chocolate?
Yes, please. Isaac.
Do you want another marshmallow?
Yes, please.
(09:26):
Yay! With two kids under ten,I've learned that
there is no bookbut a little sugar goes a long way.
The Make Sound on Purpose mugis a great reminder to be more intentional
and mindful of the sounds I make,because I can't control theirs.
Now for my treat.
(09:47):
Mom, you got the bigger mug.
How come you got two marshmallows?
Because I'm the mama.
Oh. The Make Sound On Purpose
Mug from Dreamr Productionsand Sound In Marketing Learning.
Get yours today.
Links can be found in the show notes.
Now back to the show.
(10:07):
Thanks, kiddos.
So we've just heard a fake storyof the power of a playlist.
What's happening in real life marketing?
Actually, there are a lot of storesthat use this idea.
Maybe not exactly in the same way,but still highly effective.
Take Abercrombie and Fitch, for example.
You walk into that storeand you are bombarded with experience.
(10:30):
Not only does itsmell like a night out on the town,
as the kids don't call it,but it sounds like one too.
Supermarkets have taken
to this technique as well.
Whole Foods plays calm, feel good tracks,
promoting a healthy and welcomingatmosphere,
(10:51):
while Trader Joe's focuses on nostalgia
and eclectic moodswith its quirky personality.
Apple, a great music implementer, uses
its in-store music experiencesubtly and non obtrusive.
The music is minimalistic and functional.
Like the design of their stores.
It is meant to help customersfocus on the tech,
(11:13):
not the track.
Marriott mirrors its minimalistic design.
They curate background musicthat matches; luxurious
but laid back.
Hilton focuses on comfort and classy,
while W hotels
steers towardstrendy, electronic and chill
(11:33):
to embody a more modern approach.
All of these real examples, inmy opinion, could be even more.
I spent a lot of timedreaming up this dream
scenario, and honestly,I'm really excited about it.
I would love to see someone fully embracethe idea of sound,
bringing people togetherand over the finish line.
Music experiences are powerful.
(11:56):
For example, what is thatone song that just makes you stop
every time you hear it?
Now think about the time you heard it.
I bet you that memory is detailed,specific, and strong.
I bet the whole momentjust flooded back to you.
Perhaps you're googling that songright now to listen to it again.
(12:20):
My track is Smashing Pumpkins 1979.
It brings me back to summerin my high school days,
cruising along in my friendAllen's extremely broken car,
blasting it while he drove too fastto hurry us off to the mall.
Don't judge.
I hope you're enjoying the show.
Be sure to subscribe to the Soundand Marketing monthly newsletter
(12:41):
for episode releases, sonic branding,resources, news, and new swag.
To listen to the full ultimate playlist,
click the Spotify link in the show notesand listen for yourself.
Want more sound in marketing?
I gotcha!
Here are a few moreepisodes to get you started.
Left Coast Airlines
(13:02):
A fictitious company to prove a real sound
in marketing solution.
What is Sonic Branding With Examples.
Dive into what sonic branding is all about.
Sound in the Shopping Experience.
How one company used musicto attract more mindful
(13:22):
spending.
Sonic Branding for the Small Business.
Sound is availableand accessible to brands both
big and small.
Thank you to Artlist.io for having such
a great selection of musical tracksand sound effects to choose from.
To help back my story.
(13:42):
Wish you had a better Smashing Pumpkinssound alike, but I digress.
If you need music for your project,seriously, they are a great resource.
All links will be provided in the shownotes.
Let's make this world of soundmore intriguing, more unique, and more
and more on brand..
Welcome to the Sound in Marketing podcast.
The Sound Marketing Podcastexplores and defines
sound on purpose,in marketing and in advertising.
I'm your host, Jeanna Isham, ownerand founder of Dreamr Productions
and Sound in Marketing Learning.
I create, consult and educate individualsand brands
on the power of sound in marketing.
(00:24):
This season's title is Sonic Branding:
Case Studies, Context and Clarity.
Every episode will start with awhat if brand case study
focusing on one of the manyaudio touchpoints available.
The episode will then concludewith a real life or fake, if necessary,
corresponding case study to bring evenmore light and context to the narrative.
(00:45):
In the race for brand attention.
Sound on purpose makes all the difference.
Sound done right is a brand's best friend.
Sounddone wrong is a brand's worst nightmare.
This episode is about how
music playlists can conveya brand's mission and inspire customers
to passionately support and championthose brands,
(01:08):
whether they are at the office, home,carpooling or clubbing.
They hear those songs againand they instantly snap back
to where that song mattered most.
Cue the dream sequence.
The ultimate playlist.
We start our story
with Purses By Moms, a smallbut growing company in West L.A.
(01:31):
focusing on hand-stitched bags and walletsmade by stay at home moms in the L.A.
County area.
As some of you may know, raising
kids in an expensivelocation is super hard.
Every dollar counts,and when you eliminate one income
to care for a newborn,it becomes even harder.
During those formative years,
(01:51):
you have two options.
One, one of you becomes a stay at homeparent or two.
You both workand put pretty much an entire paycheck
into the pocket of a child care providerevery month.
Paula Winslow's mission was to providecrafty moms who found themselves
staying home with a small incomeduring those newborn and toddler years.
(02:13):
As Paula told her customers, Pursesby Moms is about helping
moms find purpose beyondparenting- an outlet with an income.
The model allowed each mom to receivefree training,
a small commission for their work,and an outlet for creativity.
Paula would provide the trainingand fabric and the moms
would work on the bagsduring nap times and playdates.
(02:36):
For those moms who wanted to go beyond,they could become trainers.
This would earn them
an additional stipend and free Paulaup to focus more on operations.
Her dream was to expand the businessto other expensive cities across
America and provide more struggling momswith an outlet
and an income.
Everyone in the communityknew about Purses
(02:56):
By Moms and loved the mission, but beyondthat, Paula was relatively unknown.
In order to expand, she
needed a drastic influxin clientele and heavier word of mouth.
Her efforts on social mediajust weren't cutting it.
Her saving grace was her location.
Her shop was adjacent to The Grove,
(03:17):
a tourist and celebrityheavy mall in West L.A..
Out of townersand the occasional celebrity
sometimes wandered across the streetto peruse her merchandise.
Everyone would be excited aboutthe quality and design of the merchandise.
But once the transaction was done,they moved on.
They'd lovingly clutch their clutchor pad their purse with their belongings,
(03:38):
then go about their day.
The memory of the experiencewould simply slip away.
The message and mission was missed.
Paula was convinced that if she couldfind a way to make that memory
and mission statementunforgettable (sticky, one might say)
they'd return and also spread the wordlike crazy to all of their friends.
(03:59):
Paula put together a request for proposalto boost recognition
of her brand's purpose and inspirepassionate advocacy among her customers.
She knew that better communication
of her unique mission would send hercustomers off as loyall brand
advocates.
As I myself have two
children who are now in school,I remember how hard that season was.
(04:20):
I loved that I was able to raisemy kiddos, but I was bored a lot
and frustrated that the career mindedJeanna was put on hold.
Finding any distractions from Winniethe Pooh and Cheerios
was always a huge blessing.
I got to writing my proposal.
Dreamr Productionsproposed an emotional connection.
We would compile the ultimate playlistthat inspired shoppers with mission
(04:43):
driven music.
In addition toand as a reinforcement of the music.
We would also research and writecopy for the stores end caps
that provedthe mission was actively happening.
This copy would be messages from the pursemakers themselves.
It would include their name and picture,their kiddos ages,
their own personal testimonials,
(05:03):
and conclude with that woman'sfavorite track from Paula's playlist.
The purpose would be to bring contextto customers
through the copy and memoryinducing moods through the music.
Paula loved the idea.
We explained that what we needed to dowas to find a culmination of tracks
that inspired,
as there were no popular tracksthat I knew of that spelled out
(05:25):
her specific missionwe'd need to focus on adjacent messaging
songs that focused on womenempowerment, hope,
purpose, passion, and community.
The end cap copy would link the musicto the message.
The customersubconsciously would take it in.
The music was that sticky thingthat would follow them out of the store
and remind them of the brand mission.
(05:46):
The next time that song came on the radio,some of the songs we chose for
the playlist were Brave by SaraBareilles, Respect by Aretha Franklin.,
Lean on Me by Bill Withers.
I Am Woman by Helen Reddy,
You've Got a Friend by Carole King.
and With a Little Help from My Friendsby The Beatles.
(06:08):
Some tracks were voiced by women,but not all of them.
It was just important that the messagewas on mission and not angry.
Paula wanted to encourage and upliftin a more positive way.
It was importantthat Paula's tracks were as close
to her messageand her demographic as possible.
Switching to the testimonials.
(06:28):
Here are a few examples of whatthe end caps said.
Rebecca, a waitress in Santa Monicaraising her newborn and two year
old in an apartment down the street,created all of the bags on this shelf.
Purses By Moms gave me an outletand an inspiration to be more.
I learned thatI'm really good at stitching
and have since started designingthe tablecloths at the restaurant.
(06:52):
Rebecca's favorite Purses by Momstrack is We Are Family by Sister Sledge.
Here's another one.
Maggie, a real estate agencysecretary downtown,
is raising twinfour year old girls in Culver City.
Working with PursesBy Moms has been a treasure.
I've since become a trainer,and through this experience
I've learned I'm a great project manager.
(07:14):
I pitched myself as such to my work,and they're excited to bring me on
in a bigger capacity.
Once the girls start kinder in the fall. Maggie's
favorite Purses by Momstrack is I'm Every Woman by Chaka Khan.
What Paula neededwas reinforcement of an awesome mission
finding purpose beyond parenting,
(07:35):
something that would attach
to the already great experienceher customers were having,
to help it linger in their brainslong after they left.
When they would hear that music again,
they'd remember the
stories and be transportedback to the experience.
In her boutique.
That memory would generatean itch to return,
as well as a compulsion to tell friendsthat the next time they visit the Grove,
(07:59):
they must check out Purses By Moms.
Paula implemented our playlist ideasas well as the stories and testimonials.
The result was excellent.
Customers not only lingered longer,but were asking more questions
about this bag and that.
Who worked on this one?
Can I see more from Debbie's collection?
How much does it cost to ship
(08:19):
one is each to my friend in Chicago?
Sales went up and word of mouth exploded.
Paula was finally getting the recognitionshe'd always wanted.
Through the success of this campaignand others that followed.
She expanded her shops to Portland,Oregon, and San Francisco.
Expansion for Paulaand more purse orders for the moms.
It was a win win,all thanks to music and messaging.
(08:43):
Now back to real life.
Purses by Moms may not be real,
but making sound on purpose surely is.
In fact, we should have more remindersin our life to do just that.
Like a go to mug.(Commercial)
(09:04):
Mom, Isaac got more hot chocolate than me.
Charlotte took an extra marshmallowwhen you weren't looking.
No, I didn't. You so did! Enough.
Sometimes the only way to solve dayslike this is just to give in.
Charlotte,would you like some more hot chocolate?
Yes, please. Isaac.
Do you want another marshmallow?
Yes, please.
(09:26):
Yay! With two kids under ten,I've learned that
there is no bookbut a little sugar goes a long way.
The Make Sound on Purpose mugis a great reminder to be more intentional
and mindful of the sounds I make,because I can't control theirs.
Now for my treat.
(09:47):
Mom, you got the bigger mug.
How come you got two marshmallows?
Because I'm the mama.
Oh. The Make Sound On Purpose
Mug from Dreamr Productionsand Sound In Marketing Learning.
Get yours today.
Links can be found in the show notes.
Now back to the show.
(10:07):
Thanks, kiddos.
So we've just heard a fake storyof the power of a playlist.
What's happening in real life marketing?
Actually, there are a lot of storesthat use this idea.
Maybe not exactly in the same way,but still highly effective.
Take Abercrombie and Fitch, for example.
You walk into that storeand you are bombarded with experience.
(10:30):
Not only does itsmell like a night out on the town,
as the kids don't call it,but it sounds like one too.
Supermarkets have taken
to this technique as well.
Whole Foods plays calm, feel good tracks,
promoting a healthy and welcomingatmosphere,
(10:51):
while Trader Joe's focuses on nostalgia
and eclectic moodswith its quirky personality.
Apple, a great music implementer, uses
its in-store music experiencesubtly and non obtrusive.
The music is minimalistic and functional.
Like the design of their stores.
It is meant to help customersfocus on the tech,
(11:13):
not the track.
Marriott mirrors its minimalistic design.
They curate background musicthat matches; luxurious
but laid back.
Hilton focuses on comfort and classy,
while W hotels
steers towardstrendy, electronic and chill
(11:33):
to embody a more modern approach.
All of these real examples, inmy opinion, could be even more.
I spent a lot of timedreaming up this dream
scenario, and honestly,I'm really excited about it.
I would love to see someone fully embracethe idea of sound,
bringing people togetherand over the finish line.
Music experiences are powerful.
(11:56):
For example, what is thatone song that just makes you stop
every time you hear it?
Now think about the time you heard it.
I bet you that memory is detailed,specific, and strong.
I bet the whole momentjust flooded back to you.
Perhaps you're googling that songright now to listen to it again.
(12:20):
My track is Smashing Pumpkins 1979.
It brings me back to summerin my high school days,
cruising along in my friendAllen's extremely broken car,
blasting it while he drove too fastto hurry us off to the mall.
Don't judge.
I hope you're enjoying the show.
Be sure to subscribe to the Soundand Marketing monthly newsletter
(12:41):
for episode releases, sonic branding,resources, news, and new swag.
To listen to the full ultimate playlist,
click the Spotify link in the show notesand listen for yourself.
Want more sound in marketing?
I gotcha!
Here are a few moreepisodes to get you started.
Left Coast Airlines
(13:02):
A fictitious company to prove a real sound
in marketing solution.
What is Sonic Branding With Examples.
Dive into what sonic branding is all about.
Sound in the Shopping Experience.
How one company used musicto attract more mindful
(13:22):
spending.
Sonic Branding for the Small Business.
Sound is availableand accessible to brands both
big and small.
Thank you to Artlist.io for having such
a great selection of musical tracksand sound effects to choose from.
To help back my story.
(13:42):
Wish you had a better Smashing Pumpkinssound alike, but I digress.
If you need music for your project,seriously, they are a great resource.
All links will be provided in the shownotes.
Let's make this world of soundmore intriguing, more unique, and more
and more on brand..
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